Campaigns to End Violence against Women and Girls - Virtual ...

� From “pilot” or smaller scale to full scale: One can envisage scaling up as
enlarging the target audiences in different ways – increasing the number of
people to be reached within a specific audience (e.g. 100% of female high school
students instead of 20%), adding similar audiences from different geographic
areas (e.g. from one school to a whole school district), or targeting entirely
different audiences (e.g. school principals and teachers in addition to school
girls). Scaling up could also involve adding or targeting different sectors (e.g.
health, law enforcement, legal), or forms of VAW (e.g. domestic violence, sexual
harassment, sexual violence, etc.). Innovative behaviour change campaigns, for
example, may start at a small scale, e.g. within a specific community, so as to
test and validate the campaign strategy, and adjust it if needed. It is essential to
define during the initial planning process what information is needed, at what
moments, to determine whether the campaign strategy can be considered
effective and thus apt for up-scaling. The monitoring system should include
specific indicators and “milestones” and generate this information in a timely
manner. Different monitoring methods, including quasi-experimental design, can
be used. (See Monitoring and Evaluation in this module for guidance).
� From national to international: Campaigns that start in one country can be
successfully replicated in other parts of the world, or can build alliances with
campaigns in other countries so as to exert greater influence at national and
international levels. Similar contexts can make it possible to transplant a
campaign model without substantial modification. E.g., the White Ribbon
Campaign – which targets men and boys – started in Canada and has expanded
to 60 countries around the world. To enhance the chances of a successful
transfer of the campaign model, a full strategic planning process should be
carried out and monitoring be planned carefully. Omitting this step could lead to
ineffective implementation that is not adapted to local contexts, thus confusing
target audiences, wasting resources and damaging the credibility of the
campaign.
Example: In 2008, Breakthrough launched its Bell Bajao/Ring the Bell campaign to call
on men and boys across India to take a stand against domestic violence (DV), by
performing a simple bystander intervention – ringing the door bell when they witnessed
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Campaigns December 2011